节点文献
神舟电脑的竞争战略研究
Research on the Competition Strategy of Hasee
【作者】 徐伟华；
【导师】 余明阳；
【作者基本信息】 上海交通大学 ， 工商管理（MBA）（专业学位）， 2018， 硕士
【副题名】以神舟游戏本为例
【摘要】 随着移动终端设备和无线通信技术的快速发展,传统个人电脑市场正被智能手机和平板电脑逐渐蚕食,从2011年开始销量一路下滑,但这也推动了个人电脑行业的重构,市场出现了细分。神舟电脑作为传统电脑厂商品牌,正是瞄准了这个细分市场得以成功转型。本文以神舟游戏本为例,在对企业竞争战略、市场竞争策略理论进行学习研究的基础上,进行了文献和调查问卷的理论数据采集。首先,采用PEST工具对个人电脑游戏本行业进行了宏观环境分析;其次,采用波特五力模型对神舟游戏本进行了微观环境分析;最后,通过SWOT分析矩阵对神舟电脑的竞争优势和劣势进行了内部环境分析。通过以上分析,确定神舟游戏本的行业地位,研究适合神舟游戏本的竞争战略,最后调整并实施竞争战略。论文是通过个人工作经验的积累以及实证数据调查完成的,研究的结果对神舟电脑的企业竞争发展有一定的参考意义,对于其他行业也有借鉴作用。
【Abstract】 With the rapid development of mobile terminal equipment and wireless communication technology,the traditional personal computer market is being gradually eroded by smartphones and tablet computers,and sales have been declining since 2011,But it has also driven the restructuring of the personal computer industry,and the market has been subdivided.As a traditional computer manufacturer brand,Hasee has beening aimed at this segment market to be successful transformation.This article takes Hasee gaming notebook as an example,The data of literature and questionnaire were collected,which Based on the study of enterprise competition strategy and market competition strategy theory.Firstly,the macro environment analysis of personal computer game industry is carried out by using PEST tools;Secondly,the article uses Potter’s five forces model to analyze the micro environment of Hasee Gaming notebook;Finally,the internal environment of the competitive advantage and disadvantage of Hasee Gaming notebook is analyzed by SWOT analysis matrix.Through the above analysis,we can confirm the industry status of Hasee gaming book,study the competition strategy suitable for Hasee gaming notebook,and finally adjust and implement the competition strategy.The article is based on the accumulation of personal work experience and empirical data,The results of this study have some reference value for the competition and development of Hasee,It can also be used for reference in other industries.